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Syrykh A.V., Timofeeva M.R. The innovative context of visual technologies in the design and promotion of clothing collections. Journal of Clothing Science. 2020; 5(3). Available at: https://kostumologiya.ru/PDF/07IVKL320.pdf (in Russian).

The innovative context of visual technologies in the design and promotion of clothing collections

Syrykh Alina Vladimirovna
Omsk state technical university, Omsk, Russia
E-mail: landos_11@mail.ru

Timofeeva Marina Rafailovna
Omsk state technical university, Omsk, Russia
E-mail: marina.marina.timofeeva@gmail.com
РИНЦ: https://elibrary.ru/author_profile.asp?id=719780

Abstract. The article presents the results of a study of visual technologies in the fashion industry. Analyzed innovations in the design and promotion of clothing collections, which resulted in the formation of a new reality, affecting the entire fashion industry. The article proposes digital tools that have been updated by the conditions of the pandemic, and are based on the target audience, the needs of society and the prospects for the development of the fashion market. All factors influence consumer behavior, substantiate the advisability of introducing research results into the design and promotion of a fashionable product.

The purpose of this research is to study visual technologies and the use of modern visual content in the design and promotion of the author’s collection. At the heart of the research methodology, the authors used theoretical aspects: analysis of innovative visual technologies, the characteristics of a new type of consumer, modern trends in the fashion industry, the situation with a pandemic. As well as empirical – the development of clothing collection products based on research using visual technologies.

As a result of the study, the development potential of this area was substantiated, thanks to specific aspects: environmental friendliness and ethics, the use of social media resources, fluid advertising and promotion, modern marketing, financial regulation and budget cuts and freedom of creative processes. The study creates a model for new creative and commercial projects, has a resource for the transition to interactive management, which focuses on the potential of the designer, team, and innovative technologies. Opens up the possibilities of communication for retail distance without compromising the quality of service and promoting a fashionable product. The practical significance of the study was the introduction of visual content methods into the realized collection.

Keywords: innovation; visual content; digital technologies; prints; virtual clothing; fashion industry; marketing; augmented reality; e-commerce

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